Fandom, nostalgia and parkas: Oasis’ reunion is a masterclass in teaser marketing
We all thought it would never happen but it has: Liam and Noel Gallagher are reuniting Oasis in 2025. Annie Marendaz, performance director – programmatic and social at The Media Store, explains why the news is a masterclass in teaser marketing.
It’s been a strong few weeks for meme culture and Britpop playlists on Spotify since Oasis announced its reunion tour. As we see fandom and nostalgia trends bubble to the surface again it’s also been a great exercise in teaser marketing, ’90s style resurgence and the principles of scarcity.
The Gallagher brothers have fiercely denied any possibility of a reunion for years, with Liam quoted in 2019 as saying: “Oasis is done. If you missed them, that’s f*cking tough luck.”
The announcement of their reunion tour has changed all that and sent fans into a frenzy.
Rumours, teasers and well-timed announcements
